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MARKETING COMMUNICATION by (first and last names of a student) Course Professor Institution Address August 29, 2013 Content Content 2 Answer 2 5 References 8 Answer 1 In this era of marketing every company manufacturing a product needs to go beyond producing the best quality at the lowest price and reaching it to the right customer at the right point of time.
In today’s changing environment of marketing, there is a need for marketing communications since markets have been fragmented and very few companies go for mass marketing. The fragmentation of the media is also taking place (Grunig and Hunt, 1984, p. 36). The development of information transfer and technology improvement has caused this segmentation of each mass market. Hence, it is necessary to target each segment and to reach out to these segments particularly. The main forms of marketing communications include advertisement, public relations, sales promotion, personal selling, and direct marketing (Kotler and Keller, 2006, p. 605). These marketing strategies have to be implemented by a company in a manner of integration so that each of the strategies complements another one. Since nowadays people have an access to all kinds of media in the form of visuals, audio, and the Internet there are loads of ways in which messages come to the customers from varied sources. These messages may be conflicting at times. The various kinds of promotional activities of a number of companies in the same sector can confuse the consumer in a lot of ways. The brand images that are set in the minds of the customers can also be vague. ...
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